Resources Library by ANA

Diagnosing feedback VS. heterogeneity in consumer loyalty: A non-parametric approach

The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Gilles Laurent, John D. C. Little, Isabelle Le Roy

June 15, 1993

Measuring satisfaction (French)

In the automobile market, there is a close link between user satisfaction with products and after-sales services and brand loyalty. It is therefore not surprising that besides regularly programmed tracking studies on product satisfaction and the...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Daniel Bachelet

September 1, 1992

Measuring satisfaction

In the automobile market, there is a close link between user satisfaction with products and after-sales services and brand loyalty. It is therefore not surprising that besides regularly programmed tracking studies on product satisfaction and the...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Daniel Bachelet

September 1, 1992

Added value products

The Spanish Financial Sector is undergoing a big process of change and mergers and in the future far fewer financial entities will offer a far wider range of products. Customers are losing their loyalty to the financial institution and establishing...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Author: Felix Serrano Alda

June 15, 1992

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Michael F. Cramphorn

June 15, 1992

Customer satisfaction research

This paper will cover true Customer Satisfaction Research, and the many distinct steps that are needed to achieve the goal - understanding what makes your client's customers loyal. These techniques can give a Market Research organisation dramatic new...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Webster Kehr

September 8, 1991

Nipo's brand monitor and how advertising works

In this paper we go into the relations between Quality of Advertising, Brand Awareness, Perceived Quality and finally Brand Loyalty, on the basis of the large number of studies we did in this field. Our empirical evidence shows that advertising can...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Leo van Doorn, Jan Stapel

Company: NIPO

June 15, 1991

A new service transforms members of a club into clients of a company

A new product or service can open, for some corporations, the way of re-conquering a tired clientele, or attracting a new one. The Catalonian Automobile Club (Reial Automdbil Club de Catalunya), looked at itself, until 1985 and after 80 years of...

Catalogue: ESOMAR Congress 1987

Author: Susana Tisler

September 1, 1987

The importance of brand preference in adolescence for brand loyalty later on

How great is the brand-loyalty of adolescents? This is a crucial question of brand advertising and marketing strategies directed towards young people. In this study, carried out in 1984 data on brand-use and brand-preference was collected for 1970...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer

Authors: Brigitte Melzer, Astrid V. Middelmann-Motz

June 15, 1984